New Brand Alert: American Vintage
Fifteen years ago, young designer and French entrepreneur, Michaël Azoulay, started American Vintage with the hopes to create the perfect T-shirt. Inspired by his travels to the United States when he was younger, the brand identity focuses around the idea of freedom and spirit. In 2005, he started with a T-shirt line of classic brushed cottons, roll-up and raw cut hemlines and a timeless loose fit. Now, he is known for launching a mini-revolution in the fashion world, transforming the basic tee from a daily essential into a collection piece and has stores all around the world producing full women and menswear lines.
"The American Vintage woman is free, artistic, strong. She is her own person before the product, the product does not make her. She’s a woman who is sensitive to materials, texture, colours, and attuned to her emotional sense," Azoulay explains in an interview with i-D magazine. American Vintage is the story of authentic fashion, known for their casual cuts, quality fabrics and nuanced colour range that suits all types of personalities.
As a brand, they have always tried to look ahead and understand what people want from their clothing at different points in their life, making collections that adapt to the long-term and not be fashion fashion designs. Their priority is to create long-lasting, timeless and fashionable products, because they understand that people are now starting to buy less but better quality clothes.
For the AW20 collection, Azoulay wanted to respond to the current state of the world. "The campaign focuses on the keyword of 2020: essential. For the first time, the city and countryside disappear, giving centre stage to bare, authentic and powerful reality." Our collection of new season American Vintage features oversized sweaters, wool blend cardigans, alpaca knits and brushed cotton tee's all in a variety of colours and styles to create cosy additions to your autumn wardrobe.